The Effects of Brand Orientation, Brand Distinctiveness, and Design Innovation on the Brand Performance of the Malaysian Furniture Manufacturing Firms

2016 ◽  
pp. 167-178
Author(s):  
Puteri Fadzline Tamyez ◽  
Norzanah Mat Nor ◽  
Syed Jamal Abdul Nasir Syed Mohamad
Keyword(s):  
Manufacturing Firms ◽  
Brand Performance ◽  
Brand Orientation ◽  
Furniture Manufacturing ◽  
Design Innovation

Brand orientation and brand performance in SMEs

2019 ◽  
Vol 42 (1) ◽  
pp. 155-171 ◽  
Author(s):  
Raphael Odoom ◽  
Priscilla Mensah
Keyword(s):  
Emerging Market ◽  
Hierarchical Regression ◽  
Brand Performance ◽  
Moderating Effects ◽  
Factor Analyses ◽  
Brand Orientation ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
Confirmatory Factor ◽  
The Relationship

Purpose This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and medium-sized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent.

scholarly journals Brand orientation: a systematic literature review and research agenda

2020 ◽  
Vol 24 (1) ◽  
pp. 97-114 ◽  
Author(s):  
Lara Mendes Christ Bonella Sepulcri ◽  
Emerson Wagner Mainardes ◽  
Danilo Magno Marchiori
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Brand Management ◽  
Future Research ◽  
Brand Performance ◽  
Brand Orientation ◽  
Internal Branding ◽  
Content Type ◽  
Theoretical Contribution ◽  
Research Areas

Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

scholarly journals How and when does the brand orientation-market orientation nexus matter?

2019 ◽  
Vol 35 (2) ◽  
pp. 349-361
Author(s):  
Wai Jin (Thomas) Lee ◽  
Aron O'Cass ◽  
Phyra Sok
Keyword(s):  
Market Orientation ◽  
Dynamic Capabilities ◽  
Brand Management ◽  
Manufacturing Sector ◽  
Brand Performance ◽  
Brand Orientation ◽  
Competitive Intensity ◽  
Content Type ◽  
Mediating Role ◽  
Management Capability

Purpose While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic capabilities, this study unpacks how, and when, brand orientation and market orientation link systematically to influence brand performance. Design/methodology/approach In testing the research hypotheses involving mediation and moderation effects, survey data were gathered from a sample of business firms in the manufacturing sector and analyzed through regression analysis. Findings The results suggest brand orientation manifests through market orientation to influence brand performance via the intervening mechanism of brand management capability. The results also suggest at high levels of competitive intensity, the systematic combination of market orientation and brand orientation is critical in facilitating brand management capability enhancement and subsequent brand performance. Originality/value This study extends current literature by providing a more detailed account of how brand orientation and market orientation systematically combine to yield superior brand performance via the mediating role of brand management capability. This study also provides further insights into how, in response to different levels of competitive intensity, the systematic combination of brand orientation and market orientation is managed to facilitate brand management capability enhancement and subsequent brand performance.

scholarly journals Green Human Resource Management and Environmental Innovativeness

2021 ◽  
Vol 16 (6) ◽  
pp. 1117-1130
Author(s):  
Sufaid Ali ◽  
Anees Janee Ali ◽  
Khurram Ashfaq ◽  
Jamshed Khalid
Keyword(s):  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Manufacturing Firms ◽  
Hrm Practices ◽  
Furniture Manufacturing ◽  
Green Human Resource Management ◽  
Innovative Culture ◽  
Moderating Role

Drawing upon the resource-based view and the situated learning theory, this study examined the effect of green human resource management (HRM) practices on the firm environmental innovativeness. The moderating role of organizational innovative culture on the relationship between green HRM and firm environmental innovativeness was also assessed. A survey of 212 furniture manufacturing companies in Malaysia was analyzed using structural equation modeling. Results from the data analysis suggest that green HRM practices are positively associated with the firm environmental innovativeness. The positive effect of green training and green compensation on firm environmental innovativeness was found to be increased by moderating the role of organizational innovative culture. The present study clarifies key green HRM practices that can assist the environmental innovativeness in Malaysian furniture manufacturing firms and advances related research by proposing and examining an overarching model to enlighten such synergies and the moderating role of organizational innovative culture. The findings further extend the scope of green HRM research to promote innovation in the manufacturing firms. The theoretical and practical implications of green HRM are presented to enhance the environmental innovativeness.

scholarly journals Causality Relationships between Main Branding Variables and International Marketing Strategy: Evidence from MNCs in GCC Market

2016 ◽  
Vol 12 (1) ◽  
pp. 140
Author(s):  
Mansour S. M. Lotayif
Keyword(s):  
Financial Performance ◽  
Marketing Strategy ◽  
International Marketing ◽  
Analytical Techniques ◽  
Brand Performance ◽  
Brand Orientation ◽  
Marketing Environment ◽  
The Usa ◽  
International Marketing Strategy ◽  
International Branding

This research designed to figure out the sets of variables needed for designing an international marketing strategy (IMS) in GCC context. Therefore, the causality relationships between designing an IMS and brand orientation (BO), brand performance (BP), international financial performance (FP), international commitment (ICOM), brand repositioning (BR), congruence of marketing environment (CUE), controlling international branding activities (CIBA), and demographic factors (DF) were tested. The experiences of 156 senior executives, with international experience, working in GCC market have been utilized for that purpose. Via SPSS version twenty one and throughout multi-variant e.g. multiple regression, bi-variant e.g. correlation, and uni-variant e.g. descriptive analytical techniques, the research eight aims and hypotheses were tested. The study revealed that there are significant causality relationships between designing international marketing strategy (IMS) and study’s demographics, brand orientation, financial performance, brand performance, international commitment, brand repositioning, congruence of marketing environment, and control of international branding activities. In branding context in GCC, the current study is a pioneer endeavor in this perspective. Research findings were seen as a pioneer endeavor outside the USA companies and markets that attracted most of international marketing scholars.

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